voc-research

name	voc-research
description	Extract Voice of Customer quotes from forums, reviews, and social media. Use when gathering customer language for copywriting, understanding pain points, or building messaging frameworks.
allowed-tools	Read, Write, Bash, WebFetch, mcp__exa__web_search_exa, mcp__playwright__browser_snapshot

VOC Research Skill

Purpose

Extract EXACT customer quotes from real sources to inform conversion copywriting with authentic customer language.

Core Principle

Verbatim quotes only - Never summarize. Never paraphrase. Capture the exact words customers use.

Data Sources

• Reddit (industry subreddits)
• ProductHunt (for SaaS)
• Google Reviews
• TrustPilot
• Facebook Groups
• Industry Forums
• Support Tickets (internal)

Quote Categories (Per Methodology)

1. Pain Points

What frustrates them, what's broken, what keeps them up at night. Look for: complaints, rants, "I hate when...", "Why can't...", "This is ridiculous..."

2. Symptoms

Observable problems they describe, what they notice going wrong. Look for: descriptions of issues, "I noticed...", "Whenever I...", "The problem is..."

3. Dream Outcomes

What they wish for, ideal scenarios, the transformation they want. Look for: "I wish...", "If only...", "Wouldn't it be great if...", "Imagine if..."

4. Failed Solutions

Things they've tried that didn't work, past disappointments. Look for: "I tried X but...", "Nothing works", "I've already done..."

5. Buying Decisions

What made them choose or not choose, decision factors. Look for: "What sold me was...", "I finally decided because...", "The reason I switched..."

Gold Pattern Detection

Quotes that appear 3+ times across sources are GOLD for messaging. These represent common customer language that resonates widely.

Actions

1. Search forums/reviews for target industry
2. Extract exact quotes (copy-paste, no editing)
3. Categorize into 5 categories
4. Identify patterns (frequency analysis)
5. Mark gold quotes (3+ occurrences)
6. Store in voc_research table

When to Use

• Before writing any landing page copy
• Before creating marketing campaigns
• When updating brand messaging
• During client onboarding
• Before A/B test hypothesis creation

Integration Points

• src/lib/agents/voc-research-agent.ts - Main agent
• voc_research table - Storage
• ConversionCopywritingEngine - Consumer

Output Format

{
  "quote": "Exact customer words here",
  "source": "reddit/r/smallbusiness",
  "category": "pain_point",
  "sentiment": -45,
  "keywords": ["invoice", "late", "chasing"],
  "is_gold": true
}

Quality Rules

1. No AI-generated quotes - Must be real customer language
2. Preserve typos and slang - Authenticity matters
3. Include context - Where was this said? Why?
4. Date quotes - Customer language evolves
5. Verify sources - Cross-reference when possible